CHICAGO — Somersby Apple Cider, a leading global hard cider within the Carlsberg portfolio, will be exclusively imported into the U.S. via Crown Imports beginning this September in select U.S. markets.
“We are excited to leverage the growing popularity of the cider business to launch this unique and refreshing hard cider brand in the U.S. market,” said Bill Hackett, president of Crown Imports. “The addition of the fast-selling Somersby Hard Apple Cider illustrates Crown Imports’ continuing commitment to providing offerings that meet consumer demand and we fully plan to harness Somersby’s international brand power, differentiating flavor profile and cross-category appeal to grow the brand here.”
The U.S. distribution test agreement between Crown and Carlsberg will capitalize on the continued growth within the global cider category along with the measurable success of the Somersby brand in European and Nordic countries. Since its introduction in 2008, Somersby has become the fastest growing international cider brand and is currently available in 22 countries around the world. The launch of this irreverent and fun brand leverages Somersby’s global momentum and the explosive growth of cider in the U.S.
“We are thrilled to introduce Somersby Hard Apple Cider to U.S. consumers — a group that’s constantly demanding new and exciting ways to satisfy their beverage curiosity,” added Lars Lehmann, head of Export and License at Carlsberg. “There is a natural chemistry between Somersby and Crown’s existing brands and, through our strategic partnership we believe Somersby is well-positioned to meet the rising consumer demand for cider within the vital U.S. market.”
Somersby Hard Apple Cider is gluten free and made from real apple juice and natural flavoring for a unique and refreshing apple cider taste that true connoisseurs will love.
Crown Imports, known for its iconic marketing campaigns with its flagship brands Corona Extra and Corona Light, will develop a comprehensive marketing support program for Somersby in the U.S. market.
About Crown Imports
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the U.S. For more information, visit www.crownimportsllc.com.
Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico’s leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ), a leading international beverage alcohol producer, importer and marketer.
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our flagship brand — Carlsberg — is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the eight biggest brands in Europe. More than 41,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 137.9 million hectoliters of beer and other beverages, which is about 41 billion bottles.
About Somersby Cider
Somersby Cider was developed by Carlsberg Group in 2008 and is now available in 22 countries across the world. It is an easy-drinking alcoholic beverage, refreshing with sparkling bubbles and distinctive flavors dedicated primarily to outgoing adults. It is based on fermented apple juice and, just like beer the cider is based on natural ingredients, adding some extra refreshment to cafés and bars, across the world. Somersby is also available in off-premise channels such as supermarkets, convenience and liquor stores.